Malaysia’s main electricity utility, Tenaga Nasional Berhad (TNB), is responsible for the generation, transmission and distribution of electricity throughout Peninsular Malaysia and has a majority stake in Sabah Electricity, which does the same in Sabah. Among its biggest stakeholders are its large power consumers (LPCs) which includes organisations that own and/or manage huge industrial or commercial operations – these include airports (such as Malaysia Airports), integrated cities and resorts (such as Sunway Group, Genting Group and IOI), and hospitals (such as KPJ Healthcare and IHH). As these are key customers for TNB, the Distribution arm wanted to keep in constant communication with them in order to highlight the steps being taken to innovate, improve and strengthen the delivery of electricity to them.
The IBR Asia Group was commissioned to come up with a solution to TNB’s challenge, and after much discussion with their team, we decided to completely revamp their newsletter TenagaLink. In doing so, we transformed the publication from being a mere newsletter to being a communications platform where TNB and LPCs could engage with one another. This enabled TNB to make known its activities and aspirations in enhancing the supply of power to commercial and industrial enterprises, while LPCs were able to express their needs and wants to TNB.
Delivered to the top decision makers at LPCs as well as to the corporate and government sectors, TenagaLink enhanced appreciation and goodwill for TNB by showcasing its efforts in innovating and enhancing the delivery of electricity in Malaysia, thus assuring industries of steady and reliable energy supply. At the same time, it also increased awareness and appreciation of the vital role that TNB plays in national development.